Theknot.com.au ties in weddings for IDM

Independent Digital Media (IDM) has announced the creation of a ‘one-stop’ wedding site, TheKnot.com.au, set to launch in October 2009.

IDM has entered into a license deal with parent wedding website, TheKnot.com, which has an average of 2.3 million unique browsers globally per month, to launch the site in Australia.

The site will feature a mix of locally produced editorial and international content, and joins IDM’s beauty site PRIMPED.com.au, which launched in August 2008.

“TheKnot.com already boasts more than 31,000 monthly Australian-based unique browsers, which gives us a strong local audience from day one. IDM differentiates itself from competitors through innovation and elevating both the user experience and the advertiser experience, and this new site will be a perfect example of this approach,” said IDM’s publisher Marina Go.

Former Westfield’s Whatswhat.com.au editor Alicia Richardson will take the helm of the site, and former accessories editor for Modern Bride Magazine Tania Riddell will be fashion editor.

“With the Australian wedding market worth $5 billion, 110,000 weddings a year and the average price of an Australian wedding at $30,000, TheKnot.com.au not only has broad appeal, but will cater to a relatively recession-proof market,” said IDM’s deputy general manager James Hannan.

TheKnot.com.au landing page features a competition to win a Palazzo Versace escape prize, along with a display advertising package to be won for clients who sign up to join the directory with an enhanced listing from launch.

Site features include searchable directories of everything from gowns to jewellery to flowers to honeymoons, photo galleries of ideas for all wedding elements from engagement to reception and advice on wedding etiquette.

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